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Tropes of Branding in Forms of Life

Asif Agha
Signs and Society
Vol. 3, No. S1 (Supplement 2015), pp. S174-S194
DOI: 10.1086/679004
Stable URL: http://www.jstor.org/stable/10.1086/679004
Page Count: 21
Subjects: Anthropology
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Abstract

AbstractThis article discusses the variable construal that brand fractions exhibit in social practices around the world and their implications for the study of brand semiosis in social life. Whereas brands are sometimes imagined to be unitary objects with inherent power, the discussion shows that the significance of distinct brand fractions is formulated by distinct metasemiotic practices, only some of which are the practices of brand corporations. When brand fractions like trademarks are taken up in distinct social practices around the world, their significance is routinely reanalyzed through locale-specific metasemiotic frameworks, which formulate varied forms of life in societies around the world.

Notes and References

This item contains 20 references.

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